Deliveroo advert banned by regulator for misleading customers – Sky News

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A TV advert for Deliveroo has been banned for misleading customers after triggering a spike in complaints.

The commercial was the third-most complained about of the year so far, prompting 300 protests.

Another advert by the food delivery service, which aired in March, was also banned two months ago, for misleadingly implying the company could deliver to anywhere in the UK.

Barring it latest commercial, the Advertising Standards Authority (ASA) ruled the company was wrong to suggest deliveries could be made from different restaurants in a single delivery without attracting extra charges.

Deliveroo

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It is the second Deliveroo advert to be banned this year for being misleading

The ad, which first aired in September 2019, showed a woman receiving an order, before diving into a single bag and handing out meals from various restaurants.

As the woman called out the names of the food outlets, on-screen text stated “geographical restrictions apply” and “separate orders must be made for each restaurant”.

In its ruling, the ASA said: “While we acknowledged Deliveroo’s willingness to include additional on-screen text to clarify the nature of their service, we considered such text was unlikely to be sufficient to alter the overall impression that their customers could order food from different restaurants to be delivered together.

“Because that was not the case, and because the ad did not state that a delivery charge would be applied to each order from a different restaurant, we concluded it was likely to mislead.”

Deliveroo, who removed the advert following the ruling, said it did not make pricing claims and only 0.0006% of those who viewed it complained.

A spokesman from the company said: “For the record, you can’t actually dive into your Deliveroo bag, however hungry you are.

“The advert is clearly fantastical in nature, including a woman diving into a Deliveroo bag.”

A spokesman from the ASA said it is “unusual” to receive such a high volume of complaints about an advert being misleading, as most are made over offence.

The most-complained about advert of 2019 so far is by GoCompare, which shows a male opera singer being hit by a car.

Some 336 people said it trivialised car crashes, but ASA did not find the rules had been broken.

An advert by Cheltenham Fireworks showing a dog wearing ear defenders is the second most complained about, receiving 317 objections.

Viewers said the commercial made a joke of the distress fireworks caused to some animals, leading the company to pull it.

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